Pengaruh Digital Literacy, E-commerce, dan ArtificialIntelligence Adoption Terhadap Kinerja UMKM (Studi Kasus Pada UMKM Kecamatan Lowokwaru di Kota Malang)

Abstract

Abstract

This study aims to analyze the effect of digital literacy, e-commerce, and artificial intelligence adoption on the performance of MSMEs in Lowokwaru District, Malang City. A quantitative explanatory research design was employed to examine the causal relationship between the research variables. The population in this study are MSME players in Lowokwatu District, Malang City. Sampling was determined using purposive sampling techniques with a total of 98 MSME actors as respondents. Research data was obtained through the distribution of questionnaires to respondents. The data analysis method used was multiple linear regression analysis using SPSS version 30. The results showed that digital literacy had a significant effect on MSME performance. It indicates that the ability of MSME actors to understand and utilize digital technology can support the improvement of MSME performance. Meanwhile, e-commerce and artificial intelligence adoption did not have a significant effect on MSME performance. These results indicate that the use of e-commerce platforms and AI by MSME actors in Lowokwaru District is still not optimal in supporting business activities. Based on the research results, increasing digital literacy is one of the important factors in supporting MSME performance. Meanwhile, the use of e-commerce and artificial intelligence still requires increased understanding and knowledge.

Keywords: digital literacy, e-commerce, artificial intelligence adoption, MSME performance.